The problem
Martin Eichinger spent more than 40 years building a worldwide reputation for his bronze sculpture. Late in his career he moved into a new medium, epoxy resin, and his collectors needed to see the same artist in the new work. A lot of them had bought bronze for decades. Resin was a big ask.
What I did
One brand for both. A rebrand that holds the bronze and the resin together, so the new work reads as the next chapter rather than a different artist.
A website built for search. Big, bright photography of the resin pieces, with a proper home for the bronze collection, and set up so people looking for either can find him.
Explain the medium. A blog and social program that teaches what resin is and why it's hard, because collectors trust what they understand.
The whole funnel. Search, paid social, email and printed collateral. I run all of it.
What happened
A 40-year-old brand launched a new body of work without losing the people who loved the old one, and the gallery now ranks for both bronze sculpture and contemporary resin art.
Art at the Geode on Instagram ↗
